France will introduce a nationwide ban on unsolicited telemarketing calls next week, marking a significant shift in consumer protection policy as the government seeks to curb intrusive sales practices and strengthen safeguards against commercial fraud.

The new law, backed by President Emmanuel Macron’s government, will take effect on August 11, 2026, replacing the country’s previous opt-out system with a stricter consent-based approach. Under the legislation, businesses will no longer be permitted to contact consumers for marketing purposes unless they have obtained their prior consent.

French authorities say the reform responds to years of public frustration over persistent nuisance calls and repeated complaints that existing rules failed to protect consumers. Alice Vilcot, Chief of staff at the Directorate-General for Competition, Consumer Affairs and Prevention of Fraud, said the new framework fundamentally changes how telemarketing can be conducted in France.

“Businesses are prohibited from contacting consumers without their prior consent. That consent can be withdrawn at any time.”
Alice Vilcot

Until now, consumers who wished to avoid unsolicited sales calls had to register their telephone numbers with a government-operated “do not call” service. However, consumer organisations argued that many telemarketing companies ignored the register, allowing unwanted calls to continue despite legal restrictions.

The government said the new legislation is intended to close those loopholes by making prior consent the legal requirement rather than placing the burden on consumers to opt out. Officials estimate that roughly three-quarters of people in France receive at least one unsolicited marketing call every week, while many households report receiving several such calls over the same period.

Growing dissatisfaction with the practice prompted increasing pressure on lawmakers to act. In 2024, eleven consumer organisations jointly called for a complete ban on unsolicited telemarketing, describing the volume of unwanted calls as an unacceptable intrusion into everyday life.

The organisations denounced what they called the “relentless harassment of consumers through countless unwanted telemarketing calls to both landlines and mobile phones — an intrusion that has become a regular part of their daily lives.”

Parliament approved the legislation last year, giving businesses time to prepare for the new rules before they come into force. The law introduces substantial financial penalties for violations.

Individuals found making illegal marketing calls can be fined up to €75,000 (approximately $87,000) for each unlawful call, while companies face penalties of up to €375,000 (around $435,000) per illegal call.

Authorities say the size of the fines reflects the government’s determination to ensure compliance and deter businesses from disregarding the new requirements. The legislation does, however, provide several exceptions. Companies may contact consumers who have explicitly agreed to receive promotional communications, such as by ticking a consent box when completing an online or paper form.

Businesses will also continue to be permitted to contact existing customers with commercial offers where a contractual relationship already exists, allowing companies to communicate with consumers who already use their products or services. Consumers who receive marketing calls in breach of the new rules will be able to report them through a government website, enabling regulators to investigate complaints and, where appropriate, impose sanctions.

French authorities have already demonstrated a willingness to enforce telemarketing regulations. Vilcot noted that an Ireland-based company was fined €6 million (approximately $6.9 million) last year for repeatedly contacting individuals whose numbers appeared on France’s previous no-call register.

The introduction of the new law is expected to have consequences beyond France’s borders, particularly for countries with large call centre industries serving French businesses. In Morocco, Employment Minister Younes Sekkouri warned earlier this year that the legislation could place between 40,000 and 50,000 jobs at risk. According to Sekkouri, the French market accounts for more than 80 percent of revenue generated by Morocco’s call centre sector, making France’s regulatory changes particularly significant for companies operating there.

The French approach also aligns the country more closely with Germany, which has prohibited unsolicited telemarketing calls without prior consent since 2009.

Many other countries, however, continue to operate under opt-out systems rather than outright consent requirements. In the United States, consumers may register their telephone numbers with the National Do Not Call Registry to reduce unwanted sales calls. Canada operates a similar National Do Not Call List, while the United Kingdom maintains the Telephone Preference Service, allowing individuals to opt out of telemarketing communications. British regulators also have the authority to impose significant penalties on businesses that disregard consumer preferences, with companies facing fines of up to £500,000 (approximately $670,000) for violations.

French officials believe the new legislation represents a stronger and more effective model because it requires businesses to obtain permission before making marketing calls rather than relying on consumers to remove themselves from contact lists.

As the August 11 implementation date approaches, businesses operating in France are expected to review their marketing practices to ensure compliance with the new rules. Consumer advocates have welcomed the reform, arguing that it restores greater control to individuals over how and when companies may contact them.

The government says the legislation is ultimately intended to reduce unwanted interruptions, strengthen consumer confidence and better protect vulnerable people from misleading or fraudulent commercial practices carried out over the telephone.